For Giro, It's A Matter Of Life And Death

Crispin Porter & Bogusky in Miami pairs death with a “life-affirming” message in its inaugural print campaign for bike helmet maker Giro Sport Design.
Before Crispin Porter & Bogusky won the Giro (pronounced Jeer-oh) account last fall, the Santa Cruz, Calif., client’s advertising tended to be product-focused, with “very little image or human emotion,” said Jeff Steinhour, vice president and director of account service for the agency.
Although CP&B wanted to play up Giro’s protective features, “We don’t want to beat people over the head with a safety message,” Steinhour said.